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Starategi Brand Positioning kedai kopi di kota Malang (Studi pada kafe Equal dan Batugaja)

Adiprakoso, Reza (2019) Starategi Brand Positioning kedai kopi di kota Malang (Studi pada kafe Equal dan Batugaja). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The development of the "Coffee Shop" business is very rapid at the beginning of 2019. One background of the many establishments of cafes in the city of Malang is, because many students or migrants. In this situation many business people want their business to be superior and quickly recognized by the community, so they must have a clear planning and target market. Based on the background description that has been explained by the author, it can be stated about the formulation of the problem in this study, how the brand positioning strategy of Equal cafe and Batugaja cafe. This type of research used in this research is descriptive qualitative. With this method approach, researchers will give an idea of the brand positioning strategy carried out by Equal and Batugaja cafes to create a corporate image. In this study the usual methods used are interviews, observation and use of documentation. From the discussion and concise description of the data obtained from the results of the study, Equal café has brand positioning including a coffee processed menu and a coffee class marketing event and "Coffee day". While Batugaja cafe has brand positioning including signature menus such as Salted Chocolate and Salted Coffee and then design an instagramable place to distinguish it from other cafes.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201210040311288
Thesis Advisors: Novin Farid Setyo Wibowo, M. Himawan Sutanto
Keywords: Marketing Communication, Branding, Positioning.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: 201210040311288
Date Deposited: 08 Aug 2019 03:41
Last Modified: 08 Aug 2019 03:41
URI : http://eprints.umm.ac.id/id/eprint/48154

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